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The aim of the paper is the presentation of the e-commerce sector in Poland. It is a dynamically developing sector which mainly consists of microenterprises. The authors pay attention to the most important problems connected with the development of e-stores in Poland. These are, most of all, the low average values of shopping carts and a small number of clients. The reason of this situation is, among others, inefficient use of the contemporary IT tools, e.g. social media are treated by e-commerce as another carrier of advertising. There is no knowledge or understanding that it is a tool enabling the development of more advanced marketing activities. The data from the reports presented in the paper indicate some trends in the behavior of Internet users, which are favorable for e-commerce. On their basis, there can be expected an increase in the amount and frequency of online shopping. However, for this to happen, it is necessary to introduce changes in the functioning of Polish e-commerce. Most of all, there is required sales optimization. In the paper, there will be presented the most important elements of the marketing strategy and basic tools of sales optimization.
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